“PODCAST REPORT IN JAPAN: Survey on Podcast Usage in Japan” is an annual survey jointly conducted by Otonal Inc., Ltd. and The Asahi Shimbun Company to better understand podcast usage in Japan and deepen understanding of podcast users. This is the sixth edition of the survey since the first edition in 2020.
This survey compiles results from a survey of 10,000 people in Japan aged 15 to 69, as well as 800 users who regularly listen to podcasts, selected from within that group based on population composition ratios.
What This Survey Covers
This 43-page report includes the following contents:
01. Podcast User Attributes and Characteristics
- Trends in podcast usage rates in Japan
- Podcast usage rate in Japan
- Comparison of usage rates across multiple media
- Age and gender of podcast users
- Place of residence of podcast users
- Occupations of podcast users
- Podcast users’ discretionary spending power
- Podcast users’ information sensitivity
- Podcast users’ election participation
- Experience distributing podcast programs
02. How People Listen to Podcasts
- Frequency of podcast listening and number of programs listened to
- Length of podcast programs frequently listened to
- Podcast listening speed
- Triggers for starting to listen to podcasts
- Podcast listening platforms
- Podcast listening situations
- Frequency of watching video podcasts
- Reasons for using video podcasts
- Benefits of listening to podcasts
03. Content Listened to on Podcasts
- Genres of podcast programs
- How people find podcast programs
- Reasons for listening to podcasts
04. Actions After Listening to Podcasts and Impressions of Audio Advertising
- Actions taken regarding podcast programs
- Actions taken in response to information heard on podcasts
- Impressions of audio advertising when listened to
- If podcast programs became paid content
05. Comparison of Podcast Users and Other Media Users
- Comparison of age and gender with users of other media
- Comparison of occupations with users of other media
- Comparison of annual income with users of other media
- Comparison of information sensitivity with users of other media